They have accomplished getting widespread coverage of the findings. If they hadn't played the game, they would have reached less than 1% of their current audien

They have accomplished getting widespread coverage of the findings. If they hadn't played the game, they would have reached less than 1% of their current audience. The facts wouldn't even have reached the internet-savvy, interested-in-the-world here, because they would only have noted an interesting organisation, but not payed attention to all their subsequent publishings.